南都讯 记者王森 发自北京 记者了解到，日前，咏声动漫宣布旗下东方传说系列国漫电影《落凡尘》 （越南语版）将于12月26日正式登陆越南院线。《落凡尘》是咏声动漫旗下东方传说系列首部作品，以 民间传说《牛郎织女》为创作背景，讲述了他们的后代收复二十八星宿，守护人间的奇幻故事。据介 绍，该片将在越南全境铺开超过300块银幕。值得一提的是，这是自《哪吒之魔童降世》后，时隔六年 首部登陆越南院线的中国大陆影片。 据了解，东南亚国家的电影票房正以每年5%-6%的速度稳步增长。此次《落凡尘》选择此时切入越南市 场，正是瞄准了当地电影市场"井喷式"复苏的红利期。据越南票房权威统计平台Box Office Vietnam统 计，2024年越南电影市场总票房已突破4.7万亿越南盾（约合1.85亿美元），创下历史新高，被国际权威 媒体《Deadline》评为"亚洲增长最快的电影市场之一"。 文化相近是中国影视出海东南亚的核心优势。牛郎织女的故事在越南民间家喻户晓，天然降低了当地观 众的理解门槛。谈及此次《落凡尘》的越南宣发策略，咏声动漫副总裁古燕梅表示，团队正在实践一 种"更具全球普适性的出海策略"，坚持"本土化"并聚焦"人类共 ...

Core Insights - The structure of the box office composition in China's film market has significantly changed since 2020, with the proportion of imported films dropping from over 36% to a projected 21% by 2024 [1] - The Shanghai International Film Festival has introduced forums and promotional activities for various countries, indicating a trend towards more diverse international cooperation in the film industry, particularly with Southeast Asia [1] Box Office Trends - The share of Hollywood films in the Chinese market has also decreased, with projections showing a decline from 13.5% in 2020 to 15.1% in 2024 [1] - The Southeast Asian market is increasingly recognized as a potential growth area for Chinese films, with significant box office contributions from countries like Malaysia [3] International Collaboration - Chinese film companies are looking to collaborate with Southeast Asian and Japanese firms for mid-budget films, as opportunities for large-scale productions are limited [3] - The potential for collaboration has been highlighted by successful projects like the "Detective Chinatown" series, which have utilized Southeast Asia as a filming location [3] Market Growth - The Southeast Asian film market has recovered to pre-pandemic box office levels and is growing at an annual rate of 5%-6%, with a predominantly young audience [3] - The region has a significant Chinese-speaking population, providing a solid audience base for Chinese-language films [3] Tax Incentives - Many Southeast Asian countries offer attractive tax incentives for film production, with some providing rebates of 20%-30%, encouraging Chinese companies to film and establish branches in the region [4] Distribution Challenges - Chinese films often do not consider overseas distribution until after production, which can lead to cultural mismatches and lower acceptance in foreign markets [6] - The high costs of marketing and distribution in China pose challenges for smaller films from Southeast Asia, limiting their box office potential [7] Cultural Exchange - There is a call for greater cultural exchange and understanding between Chinese and Southeast Asian filmmakers to enhance the appeal of films in both markets [8]